Circana and Ibotta Partner for Sales Lift Measurement

Consumer data firm Circana has partnered with Ibotta, operator of 'the largest digital promotions network in North America', promising CPG brands better understanding of the true impact of Ibotta campaigns, and their ability to drive incremental sales lift.

The deal brings together Circana's Household Lift studies and Ibotta's item-level digital promotional campaigns, which drive purchasing behavior in real time. Brands can now accurately compare the purchase behavior of consumers exposed to an Ibotta offer versus those who were not, including incremental sales occurring after the initial promotional period. The combined offer will begin to roll this year and will be available to all brands by early next.

Headquartered in Denver, Ibotta (pronounced / based on 'I bought a') - reaches more than 200 million consumers through a network of publishers called the Ibotta Performance Network (IPN), featuring payment on results for advertisers.

Bryan Leach, CEO of Ibotta, states: 'Promotions are a trusted method for driving product sales, but the true power lies in Ibotta's ability to deploy precision-targeted offers at scale while considering past purchase history. And now with Circana's advanced measurement, a trusted third-party source can help brands understand the incremental sales that Ibotta campaigns generate.' Cara Pratt (pictured), recently-appointed President of Global Retail and Media for Circana adds: 'Partnering with innovative platforms like Ibotta allows us to provide clarity into the incremental impact of invested dollars, reinforcing Circana's role as the currency for retail media measurement across the entire ecosystem.'

Web sites: www.circana.com and www.ibotta.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.